A powerful component of customer engagement is providing scarce, exclusive and relevant experiences that reinforce your brand positioning.
“Members Only” or “By Invitation Only” marketing programs can be compelling messages that tell your customer that you truly appreciate their business. For years leading luxury retailers such as Bergdorf Goodman and Barney’s have feted their best customers with private lunches, exclusive parties or access to fashion designer “meet and greets.” More accessible retailers like J. Crew and Nordstrom use their loyalty programs to reward members with unique privileges such as free alterations, early notice of new merchandise arrivals or special shopping hours. In all cases, the customer is granted access based upon some meaningful qualification, typically spending level or loyalty.
But another kind of marketing seems to be gaining momentum, and it’s best illustrated by the flash-sales sites such as GiltGroupe, HauteLook and BeyondTheRack. These businesses are growing dramatically–RueLaLa recently reported that their sales doubled year over year–and one of their hooks is that their low prices are for “members only.” So what does one have to do to qualify to be a member? Having a legitimate e-mail address is just about all it takes.
In the early 1980’s “Members Only” jackets quickly became all the rage. If you wanted the world to know how cool you were, a “Members Only” jacket gave you quick access to an exclusive club. But it wasn’t long before just about everybody had one and what propelled the brand soon eviscerated it.
There is ample evidence that, for a while, you can get away with hooking customers with faux exclusivity. But just because you can, doesn’t mean you should. Deep levels of engagement and loyalty are not built on smoke and mirrors; rather they are built on forging relationships rooted in respect and trust.
Does your marketing look more Members Only or more “Members Only” Jacket?